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Visual Content on a Shoestring Budget

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Run successful SEO Campaigns on a small budget.
How to convince your clients to move-away from tired, old fashioned SEO techniques and take the plunge into Creative Content. Creative Content doesn’t have to be expensive, Pete has used tactics such as tactics like Content Curation, News-Jacking & Buzzfeed-style list campaigns that cost less than £100 to make but still won coverage on major sites. Learn how to generate ideas, develop content and outreach it on a small budget. This live webinar will specifically examine:
- How to create content on a low budget
- How to find relevant content topics
- How to run brainstorms that generate 100+ ideas in 30 minutes
- How to find and use freelancer writers & designers to create content
- How to pitch to bloggers & journalists
- Useful tools to improve your link building strategy
Be the first to hear Pete's exclusive tips and get a chance to ask him your questions online!

Guest expert
Pete Campbell is the Director of Kaizen.

Publié dans : Marketing
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Visual Content on a Shoestring Budget

  1. 1. KAIZEN 92Infographics In 12 Months (That’s 1.8 a week!)
  2. 2. KAIZEN £250Average Production Cost
  3. 3. KAIZEN http://www.coolblades.co.uk/hub/face-shape/ 44 Referring Domains
  4. 4. KAIZEN https://www.twolittlefleas.co.uk/greetings/ 28 Referring Domains (So far)
  5. 5. KAIZEN
  6. 6. KAIZEN WHERE WE’VE GOT LINKS IN THE PAST YEAR
  7. 7. KAIZEN
  8. 8. KAIZEN Content Marketing on a Shoestring Budget
  9. 9. KAIZEN PETE CAMPBELL / KAIZEN •  Founder / Managing Director •  Kaizen is a team Content Marketing & Technical SEO specialists •  “Rising Star of the Year” (Travolution Awards) •  6+ Years in Agency & In-House Roles •  Built first website at 11 •  Ran several high-traffic video gaming sites •  Proud owner of a Game Boy Colour
  10. 10. KAIZEN THE CONTENT MARKETING DREAM Audience & Competitor Analysis Content Calendar Pitch Cat-Themed Infographic Production Signoff The ‘BIG’ Launch Blogger & Journalist Outreach ????? Earns 1 Million Links
  11. 11. KAIZEN WHAT REALLY HAPPENS Audience & Competitor Analysis Content Framework / Calendar Pitch Cat-Themed Infographic Production Signoff The ‘BIG’ Launch Blogger & Journalist Outreach ????? Earns 1 Million Links “Why do we need creative content?” “How is this relevant to us?” “How will cat pictures help rankings?” “Make the logo pop more, needs branding” “Sandra in accounts wants the text bigger” “How many links will this get us?” “That’s the PR agency’s job. No Thanks” “Can you make it go viral. K thx bye” “Awesome! Let’s try a Zombie Infographic”
  12. 12. KAIZEN
  13. 13. KAIZEN MAIN COMPETITOR CLIENT http://www.semrush.com/ - Organic Competitor Report CLIENT: “WHY DO WE NEED CREATIVE CONTENT?” YOUR ANSWER: “BECAUSE YOUR MAIN COMPETITOR IS KICKING YOUR ASS WITH IT”
  14. 14. KAIZEN CLIENT: “WHY DO WE NEED CREATIVE CONTENT?” YOUR ANSWER: “BECAUSE YOUR MAIN COMPETITOR IS KICKING YOUR ASS WITH IT”
  15. 15. KAIZEN http://www.semrush.com/ - Domain vs Domain Report CLIENT     CLIENT: “WHY DO WE NEED CREATIVE CONTENT?” YOUR ANSWER: “BECAUSE YOUR MAIN COMPETITOR IS KICKING YOUR ASS WITH IT”
  16. 16. KAIZEN
  17. 17. KAIZEN CLIENT: “WE DON’T HAVE THE BUDGET”
  18. 18. KAIZEN 4 CURATED CONTENT FORMATS Listicles AKA “Buzzfeed” Mindmaps Flowcharts DIY Infographics http://ww.piktochart.com 1.  Curate the most relevant information about a topic into one single location. 2.  Add your own unique spin e.g. design, opinion, interactivity 3.  Do it right and you’ll end up creating something of real added value YOUR SOLUTION – CONTENT CURATION
  19. 19. KAIZEN https://www.twolittlefleas.co.uk/amazing- marriage-proposals/ 15 Referring Domains LISTICLES (OR VIDEO PLAYLISTS)
  20. 20. KAIZEN https://www.choice-loans.co.uk/bitcoin 15 Referring Domains MINDMAPS
  21. 21. KAIZEN http://www.physiocomestoyou.co.uk/massage/ (Brand New!) FLOWCHARTS
  22. 22. KAIZEN DIY INFOGRAPHICS http://www.traveloutthere.com/books/ 17 Referring Domains
  23. 23. KAIZEN OUR CONTENT MARKETING PROCESS Audience & Competitor Analysis Content Framework Idea Generation Production Outreach INPUTS ! Objectives, Loves & Hates Target Sites & Opportunities 3-6-5 Brainwriting & Idea Filtering Static / Interactive Content Journalist Pitches OUTPUTS !
  24. 24. KAIZEN AUDIENCE & COMPETITOR ANALYSIS
  25. 25. KAIZEN YOUR CONTENT FRAMEWORK UPCOMING HOOKS (AUTUMN/WINTER) •  Halloween •  Christmas •  Barbie Doll Day •  Chips Day TARGET PUBLICATIONS (TIER 1) •  Daily Star •  The Express •  Digital Spy •  Gawker •  Sky •  Mashable •  OK! / Hello TARGET CUSTOMER •  Aged 25-45 •  80% Female •  They also play the lottery, buy scratch cards and enter social competitions. •  Employed (low end wages), unemployed or stay at home parents •  Likely to have children VALUES & EMOTIONS •  Aspirational •  Big dreamers •  Fun & laughter •  Excitement & pure bliss •  Friendship & family •  TOWIE •  Cereal Day •  X Factor •  Made in Chelsea
  26. 26. KAIZEN FACT-FINDING
  27. 27. KAIZEN 1.  Who is a typical customer? (LOL HAI, A/S/L?) 2.  What do they love / hate about your product? 3.  What stops them from buying your product? 4.  What emotions do they associate with your product? 5.  What magazines & websites do they read? 6.  What else are they interested in? ASK YOUR CLIENT THESE 6 QUESTIONS
  28. 28. KAIZEN DECIDING TOPIC & THEMES
  29. 29. KAIZEN 1) USE BUZZSUMO TO FIND MOST SHARED CONTENT IN YOUR NICHE http://www.buzzsumo.com/
  30. 30. KAIZEN 2) MAKE A LIST OF UPCOMING ‘TRENDS’ https://www.daysoftheyear.com/
  31. 31. KAIZEN INSTALL SCRAPER FOR CHROME CLICK ME Scraper for Chrome - http://bit.ly/LXBbSI
  32. 32. KAIZEN EXPORT TO GOOGLE DOCS CLICK ME Scraper for Chrome - http://bit.ly/LXBbSI
  33. 33. KAIZEN 3) TRY WORD ASSOCATION FOR TOPICS & THEMES 1.  Which 25 sites would you really like a link from? 2.  Do your homework on those 25 and cut the list to 10 •  Do they actually link to third-party sites? site:dailymail.co.uk intitle:"Infographic”
  34. 34. KAIZEN WHO ARE YOU GOING TO GET LINKS FROM?
  35. 35. KAIZEN 5) MAKE A LIST OF YOUR KEY PUBLICATIONS 1.  Which 25 sites would you really like a link from? 2.  Do your homework on those 25 and cut the list to 10 •  Do they actually link to third-party sites? site:dailymail.co.uk intitle:"Infographic” •  Have they linked to your competitors? site:dailymail.co.uk intitle:"Infographic” + "Insurance" •  Search your topics •  Make a list of relevant Journalist names
  36. 36. KAIZEN site:dailymail.co.uk intitle:"Infographic” + "Insurance"
  37. 37. KAIZEN AND HERE’S YOUR KEY PUBLICATIONS LIST
  38. 38. KAIZEN CONTENT FRAMEWORK
  39. 39. KAIZEN YOUR CONTENT FRAMEWORK UPCOMING HOOKS (FEB/MARCH 2015) •  Brit Awards •  Pancake Day •  Valentines Day •  Barbie Doll Day •  Chips Day TARGET PUBLICATIONS (TIER 1) •  Daily Star •  The Express •  Digital Spy •  Gawker •  Sky •  Mashable •  OK! / Hello TARGET CUSTOMER •  Aged 25-45 •  80% Female •  They also play the lottery, buy scratch cards and enter social competitions. •  Employed (low end wages), unemployed or stay at home parents •  Likely to have children VALUES & EMOTIONS •  Aspirational •  Big dreamers •  Fun & laughter •  Excitement & pure bliss •  Friendship & family •  TOWIE •  Cereal Day •  Britain’s Got Talent •  Easter
  40. 40. KAIZEN
  41. 41. KAIZEN CLIENT “HOW IS THIS CONTENT RELEVANT?” YOUR ANSWER: “BECAUSE WE’RE TALKING ABOUT RELATED TOPICS THAT YOUR CUSTOMERS LOVE”
  42. 42. KAIZEN CLIENT “HOW IS THIS CONTENT RELEVANT?” YOUR ANSWER: “…AND WE’RE MUCH MORE LIKELY TO EARN BIG LINKS THIS WAY” Credit Cards Technology “25 Reasons The Apple Watch Sucks”
  43. 43. KAIZEN HOW WILL THIS HELP OUR RANKINGS? YOUR ANSWER: “BIG LINKS = DOMAIN AUTHORITY & COMBINED WITH AWESOME ON-PAGE/TECH SEO, WE WIN”
  44. 44. KAIZEN TONS OF NON-KEYWORD RICH ANCHOR TEXT HOW WILL THIS HELP OUR RANKINGS? YOUR ANSWER: “BIG LINKS = DOMAIN AUTHORITY & COMBINED WITH AWESOME ON-PAGE/TECH SEO, WE WIN”
  45. 45. KAIZEN IDEA GENERATION
  46. 46. KAIZEN “How Do You Come Up With a ‘Good’ Idea?”
  47. 47. KAIZEN You Need Shit Ideas First 010
  48. 48. KAIZEN 0: 110PRINCIPAL
  49. 49. KAIZEN 6-3-5 Brainwriting 108 Ideas in 30 Minutes
  50. 50. KAIZEN 6People
  51. 51. KAIZEN 3Ideas Each
  52. 52. KAIZEN 5Minutes
  53. 53. KAIZEN ✕No Talking Allowed
  54. 54. KAIZEN WHAT IT LOOKS LIKE
  55. 55. KAIZEN YOUR IDEA NEEDS TO HAVE AT LEAST 2 OF THESE WHICH IDEA IS THE BEST?
  56. 56. KAIZEN http://www.coolblades.co.uk/hub/face-shape/ 44 Referring Domains•  Social Currency •  Public •  Practical
  57. 57. KAIZEN PRODUCTION
  58. 58. KAIZEN HIRE THE A-TEAM ON A B-TEAM BUDGET
  59. 59. KAIZEN PICK YOUR RESEARCHER
  60. 60. KAIZEN PICK YOUR DESIGNER
  61. 61. KAIZEN SET YOUR RULES OF ENGAGEMENT 1.  HTML5, Responsive Design or Go Home 2.  Put the Content on a Seperate Micro-Site 3.  Unique Look & Feel, No Corporate Brand Colours/Typography 4.  Below The Fold Client Logo 5.  Break Content into Digestible Chunks – Lists, Sub-Headings, Paragraph Breaks 6.  Visualise Every Detail (GIFs, Photos, Data Viz)
  62. 62. KAIZEN USE OPEN GRAPH TAGS TO INCREASE CTR •  Open Graph Tags let you pre-populate text & rich media on Facebook, Twitter & LinkedIn –  OG:Type –  OG:Locale –  OG:Title –  OG:Publisher –  OG:Description –  OG:Image (1200px by 630px ideal for Facebook) •  Twitter Card Tags –  Twitter:card (summary_large_image) –  Twitter:site –  Twitter:domain –  Twitter:creator –  Twitter:title –  Validator: https://dev.twitter.com/docs/cards/validation/validator/ http://ogp.me/
  63. 63. KAIZEN http://visual.ly/ KEEP THE COST DOWN – USE AN EXISTING STYLE
  64. 64. KAIZEN http://www.colourlovers.com/ AND GIVE IT A FRESH COAT OF PAINT
  65. 65. KAIZEN PICK YOUR DESIGNER
  66. 66. KAIZEN AND ENJOY THE RESULTS TOTAL COST - £129
  67. 67. KAIZEN
  68. 68. KAIZEN CLIENT: HOLD RIGHT THERE! •  This needs to have our top & bottom navigation •  Our logo needs to be added top-left •  Needs our brand colors •  Our customers don’t use capital letters – get rid
  69. 69. KAIZEN YOUR ANSWERS: 1.  Bloggers & Journalists don’t link to Advertising for free (unless it’s truly amazing e.g. John Lewis Xmas ads) 2.  We’ll earn more coverage this way, and still make more people love your brand 3.  If it’s about your product & services, we’ll house it in the main site
  70. 70. KAIZEN OUTREACH
  71. 71. KAIZEN GO BACK TO YOUR KEY PUBLICATIONS LIST
  72. 72. KAIZEN FIGURE OUT THEIR EMAIL ADDRESSES + +
  73. 73. KAIZEN 1) MAKE EMAIL ADDRESS VARIATIONS IN EXCEL
  74. 74. KAIZEN 2) COPY & PASTE INTO GMAIL PASTE HERE MATCH J NOPE
  75. 75. KAIZEN NOW YOU’VE GOT YOUR LIST OF EMAILS
  76. 76. KAIZEN NOW YOU’VE GOT YOUR LIST OF EMAILS YOU DIDN’T SEE THE EMAILS. OK?
  77. 77. KAIZEN 3) PITCH THE JOURNALIST WITH THIS TEMPLATE SUBJECT: Soap Awards Story? Hey Caroline, Just wanted to run a idea by you, We’ve just launched a brilliant list of British Soap Stars When They Were Young featuring all the classics like Peggy Mitchell and new favorites like Rosie Webster Link: http://www.twolittlefleas.co.uk/soap-stars/ I think this would go down a storm on The Metro if you’d like to share it in some form, especially as it’s the ITV Soap Awards this Sunday. It’s had over 300 social media mentions to date! Two Little Fleas is an online bingo community with a passion for creating cute and quirky apps, lists and tools. Our stuff has been recently featured in the Radio Times, HuffPost Comedy & Lifehacker. Thanks Caroline let me know what you think, Pete CASUAL OPEN THE SELL THE HOOK CREDIBILITY
  78. 78. KAIZEN WHAT’S THE HOOK? 1.  Seasonal Event or Occasion 2.  New Trend 3.  Statistics 4.  It’s Bigger & Better
  79. 79. KAIZEN NOW, CALL THEM
  80. 80. KAIZEN “Where do I get their number?”
  81. 81. KAIZEN
  82. 82. KAIZEN CALL THIS NUMBER
  83. 83. KAIZEN REPEAT X 10
  84. 84. KAIZEN AGENCY? USE A MEDIA DATABASE http://www.featuresexec.com/ http://www.cision.com/
  85. 85. KAIZEN INCREASE YOUR CHANCES 1.  Offer as an Exclusive 2.  Create a Supporting ‘Media Alert’ 3.  At Least 3 x Follow Ups
  86. 86. KAIZEN LIFT OFF!
  87. 87. KAIZEN
  88. 88. KAIZEN
  89. 89. KAIZEN https://www.twolittlefleas.co.uk/greetings/ 28 Referring Domains (So far)
  90. 90. KAIZEN ZOMBIE TIME
  91. 91. KAIZEN Thank You!! @petecampbell" pete@kaizensearch.co.uk" http://www.kaizensearch.co.uk/ !

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